Building an attractive display is only part of the game

"Tough times never last, but tough people do.”
           -- Robert H Schuller

Let's face it, times are tough. Everybody needs all the business they can possibly lay their hands on. Maybe now is the time to take our own advice. We tell our clients about the value of effective trade show displays, so maybe we should practice what we preach and go out and get a booth at a trade show.

This 10' x 20' Orbital Express Truss exhibit features prominent and clear graphics, shelving for product display, as well as functional truss reception counters. The exhibit can be divided into two, 10' exhibits, making it versatile and reconfigurable for smaller spaces. (Photo courtesy Orbus)

Here's a little list of tips and tricks to help make that adventure successful. And you can share it with your clients for their trade show endeavors.

PLANNING

1)      Research -- Decide which type of clientele most needs your services. Research the various trade shows in your area where those potential clients would be in attendance. It might be as simple as the local street fair or as complex as an international conference. Make a list of venue candidates.

2)      Budget -- Check prices for participation in the trade shows you have shortlisted, then determine a budget. Note that the budget should include at least two people manning the booth at all times, food and lodging if out of town, transportation costs, display costs, booth rental and cost of booth extras (varies from show to show, but could include such items as carpet, electricity, labor, etc.). Then decide which shows you can afford to attend.

3)      Location -- Just like picking the ideal spot to locate your business, picking the right location in a trade show is equally important. The best spots book up quickly, so don't procrastinate. Entrances, exits, lighting, traffic flow and neighbors are all important considerations.

4)      Promotion -- Once you have booked a space in a show, advertise the heck out of it. Let all of your clients know, post it on your website, advertise in the local paper and/or in the trade journal of the target market for the trade show. Some trade shows also offer email lists of registered attendees so that they can be invited to your booth.

Purpose1, headquartered in Harrisburg, Pa., showcases its extensive display capabilities, from fabric banner stand displays to the pop-up booth graphics shown in the foreground printed on LexJet Clear PreLume HD and backed with LexJet Elite Opaque Coex Backer (10 Mil).(Photo courtesy Purpose1, Inc.)

PRODUCTION

1)      Architecture -- Marshall McLuhan said “the medium is the message” and that holds equally true in trade show displays. The choice of display hardware conveys part of your message. Trade show display hardware falls into several general categories:

·         Pole panel exhibits can be custom designed to give your booth a high-end custom look. Expensive to transport and setup, they tell everyone that you are a serious competitor.

* Expandable displays can cover an entire back wall of the booth. They ship small and expand large, like an umbrella. The virtually seamless graphic panels look elegant and creative.

* Table-tops need a table to sit on. They are mainly suitable for venues where tables are supplied instead of booths. But a simple, attractive tabletop display on a white tablecloth with an arrangement of brochures and samples can be a compelling sight.

* Banner stands are the most portable and easy to set up. When tastefully arranged, they can provide a booth with a light, open appearance that is appealing to enter.

Linear Standard 10’x20’ exhibit kits feature a slim and simple structure that emphasizes the primary focus of fully customizable, high-quality digitally printed graphics. LCD mounts, tabletops, counters and literature pockets are also available. (Photo courtesy Orbus)

2)      Graphics -- Easy to read and understand graphics tell the whole story at a glance. Who you are (big heading), what you do (sub-heading) and a very short statement about why they should pick you. Followed by the very important website address. And of course artfully arranged in a clean, uncluttered layout.

3)      Booth space -- A cluttered, disorganized booth will keep people away as effectively as a fence. And in some cases it can become a physical fence. Careful thought should go into maximizing the small booth space with use of a minimum of accessories like banner stands, brochure racks and a small, waist height table to gather around for brochure viewing. Fresh flowers provide the final touch of elegance and beauty that make the booth feel alive.

4)      Information -- Potential clients shouldn't have to search for information. Hopefully there will be busy times when all booth staff are busy with other clients. Comprehensive brochures should be available at a glance so that potential clients can help themselves.

IMPLEMENTATION

1)      Look professional -- This may sound obvious, but dressing in a professional manner is too often overlooked by tired booth dwellers. Comfortable clothes may be a good idea at the cottage, but not at a trade show. If you want to sell success, you have to look successful.

2)      Act professional -- Working a trade show is a grueling task. Standing long hours on a concrete floor talking to thousands of people can wear the patience of a saint. But throughout it all a smiling, friendly, “happy to see you” face and a ready knowledge of the product are paramount. Be sure your body language is friendly; don't stand there with your arms crossed over your chest, for example. Chat with booth visitors and find out what problems they might have had in the past with graphics or what their concerns are and how you could help them with these issues. Be prepared to offer specific solutions to their questions. And beware--no matter how tempting it may be--sitting down really discourages people from approaching you.

3)      Animate the booth -- A lively animated booth draws the crowds, even if the action is prosaic. Any activity will liven up a static booth and make it stand out from the crowd. Product demonstrations are a good place to start. And most importantly, someone has to be in the booth at ALL times during show hours. A minimum of two people are needed to spell each other for lunch and washroom breaks, not to mention handling demand during peak periods.

4)      Preparedness -- Make sure that you have enough business cards, laptops, pens, paper and order books on hand to conduct business away from the office. Think about all of the details. Have a press kit on hand for the trade show media.

5)      Freebies -- Giving things away is usually good for some attention, especially if the giveaways are useful or unique (and small enough to take away easily). For example, hats, t-shirts and water bottles are often useful and coveted. USB keys are only useful if they have a reasonable capacity. Pens are only kept by recipients if they are in a unique custom shape. Make sure that they actually have to enter your booth in order to get the goodies. Having a “business card” draw will get you lots of extra contacts for future marketing.

6)      Follow-up -- But all of this effort is for naught if you don't have a good, effective plan to follow up on all of these new sales leads. Follow-up phone calls and emails must be prompt and to-the-point. In a week, the memory of who you are will just be blur in attendees’ minds.